Aug
8
Erwin Ephron on Measuring Noticeability For More Ad Success
Filed Under Advertising, Digital Signage, digital ooh, metrics
Very cool article, which I heavily agree with.
I based some of the foundations of my company, ADCENTRICITY, on some of the basic premises of some of Ephron’s past theories. In addition, Ephron is heavily involved in the ARF, of which we are members.
Mr. Ephron tackles the sticky problem of new research methodologies/modeling which the ARF is trying to tackle as a fairly significant problem for most mediums.
He starts of his thesis with:
To be of practical value, the early ARF models focus on obvious behavior and familiar measurements. Understanding is dumbed-down for easy use. The modeler’s assignment is “tell us how measurements can help better manage advertising dollars.” This results in linear models that follow the decision making process of the industry at the time – exposure, attention, retention, persuasion, interest in buying and finally, purchase.
That narrow road will no longer do. The early models do not stretch our minds or match reality. Their definition of media is narrow. The only media considered are paid media under advertiser control.
The models do not consider consumer states except as fixed attributes (sex, age, income), or known behavior inferred through measurements (buys vitamins, drives to work, drinks beer). And the models avoid discussing the many options in marketing which would show how limited advertising’s role in shaping a consumer’s buying decisions actually is.
Where he appears to get to is the (unthinkable and pooh-poohed) idea that creative is integral to the new measure we SHOULD be looking at – Noticeability.
When there is an eye-contact measurement of commercial audience, if a message attracts your attention (a bright yellow billboard in a green field, a 100 dollar bill on a magazine page, a Gecko on the TV screen), that message will attract more eyes, regardless of what is being advertised or how.
He also goes out of his way to commend the OOH industries (and I’m extending that with DOOH as we’re going the same directions) move to “eyes on” ratings and the need for adding “creative” as a necessary variable to measurement:
Eyes On data from Out of home shows a more noticeable ad can increase the unit’s audience (the number of people seeing it) by 25%.
Historically it’s been the look of the medium that attracts audience to advertising. But when audience is defined as people seeing advertising, it’s the look of the ad that helps determine the size of that audience.
Welcome to the real world.
A read a highly recommend – (If it’s moved, search for: Do Ads Increase Audience). It basically contends that creative MUST be taken into account if we want to more accurately define and have success with all forms of advertising.
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